Yeah, there is a camp of people who see headlines like this and (giddily) think it spells the demise of plant-based alternatives, probably because since they do

Yeah, there is a camp of people who see headlines like this and (giddily) think it spells the demise of plant-based alternatives, probably because since they don't shop plant-based products, their mental concept is stuck 15 years ago where BM was new and experimental, so now they think "heh, not surprised that flopped and we can move on". But what they don't get is that the market has exploded with competition. Even grocery stores in places like Houston have gone from a couple shelves of vegan products to half-aisles or full-aisles of plant-based food. Beyond Meat might die in spite of the success of the market it entered into or helped create.